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  • Going Beyond Google to Gain New Customers With Search Advertising

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    Paid search remains a key digital advertising strategy for gaining customers, and Google is the dominant player, but companies are now looking to diversify their search ad spend to decrease their dependence—and instead use platforms that offer more cost-effective conversions.

  • Less Creativity, More Efficiency: How Operating Remotely Affects Marketers' Work

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Management

    Marketers say the shift to remote working spurred by the COVID-19 pandemic is hurting creative collaboration but helping with efficiency, according to recent research from Econsultancy and Marketing Week.

  • Content Marketing Operations: Five Essentials for Consistent Success

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    "Content operations" refers to everything that helps content marketing efforts run smoothly and drive impact for a business. That includes people, technology, and processes. Marketing needs well-oiled content operations, including these five essential elements.

  • What Is Marketing Orchestration? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Strategy

    Marketing orchestration is a powerful approach in marketing automation and ABM. It focuses not on delivering standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience. In the process, you realize more pipeline and revenue.

  • How COVID-19 Is Impacting Social Media Ad Rates and Engagement

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    The COVID-19 pandemic has driven down social media advertising rates globally and has also led to a decline in engagement with campaigns, according to recent research from Social Bakers.

  • Flextime Can Transform Workplace Productivity (Post-Pandemic) [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Marketing Management

    When we head back to our offices once the pandemic that's disrupted our business and personal lives is over, many of us will have grown accustomed to working from home—on our own schedule. For most of us, continuing to work from home won't be an option. But flextime could well be.

  • How to Position Your B2B Brand for Search: Garrett Mehrguth on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: SEO

    Garrett Mehrguth, founder of Directive Consulting, explains why it's nearly impossible to rank for organic search terms, and shares tips on positioning your B2B brand for search.

  • Transform Your Martech Stack to Deliver Empathy at Scale

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    As marketers, we have to be able to share relevant content at the right points throughout the customer journey, and we have to do it at scale. The martech we use to do that should serve not just us but also the people with whom we are trying to connect.

  • How to Build an Outstanding Marketing Team: A Seven-Step 'People Strategy'

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    You can come up with a marketing strategy that impresses the C-suite, but if you don't have the right people to execute it, your hard work will have been wasted. So how do you attract and keep great marketers who work at their full potential? A people strategy.

  • Four Steps for Conducting an Efficient Content Audit and Deriving the Most Value From Your Content

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Accumulating content on your website without a content strategy hampers SEO instead of boosting it. A content audit can help you formulate a plan of action to align your content with your long-term strategy. Here's how to conduct an effective audit of your content.

  • Five Interactive-Content Tools to Engage Your Audience and Generate Leads

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    To capture leads via your content, you need to provide value and engage your audience. That's where interactive content comes in—from quizzes to contests and giveaways. Here are five excellent tools you can use to create interactive content and capture leads.

  • The Marketing Agency Attributes Clients Value Most

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Brand marketers say creativity and responsiveness are the attributes they value most in agencies, according to recent research from Ascend2.

  • Reaching and Persuading Buyers at a Time of Crisis: What B2B CMOs Can Do

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    As the world faces the global coronavirus pandemic, B2B CMOs face a critical problem: Reaching and persuading buyers will be extremely difficult for the foreseeable future. So, what's to be done?

  • Chatbot Advantages and Challenges [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Martech

    What's not to like? 24/7 customer service, greater capacity to handle inquiries, fewer operational expenses, improved customer satisfaction... but there are challenges, too. Check out this overview of the benefits and challenges of AI chatbots.

  • The Personality Traits of Top Digital PR Influencers

    Chart

    CONTENT TYPE: Chart | TOPIC: Public Relations

    What does the language used in tweets by popular digital public relations influencers reveal about their personalities? Which personality traits do digital PR influencers tend to have in common?

  • What Your Customers' Searches Can Tell You. Are You Paying Attention?

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Search is often the first, and sometimes only, channel that customers can use to tell you what they want from you. It can also be an opportunity to build credibility, engagement, and loyalty. As you "listen" to customers' searches, you'll want to ask (and answer) these six questions.

  • Top 4 Impactful SEO Trends Today

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    You're not alone in thinking industry trends move at the speed of light. Which is why you need to be keenly aware of industry trends—while remaining agile to deal with the unexpected. So what's truly affecting the SEO industry today? Experts from Moz answer that question.

  • Five Rules for Growing Customer Loyalty Even as COVID Disrupts Supply Chains

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Five rules form the cornerstone of an effective customer management program in a time of supply disruption. If you get it right, the upside is enormous. If you get it wrong, you will suffer consequences for years to come.

  • The Challenges That Product Experience Management (PXM) Can Solve

    Article

    CONTENT TYPE: Article | TOPIC: Websites

    Constantly expanding customer touchpoints and cross-border commerce make the optimization of product listings and data difficult—but no longer optional. Product experience management can help you meet the needs of customers in today's marketplace.

  • B2B Senior Marketer Survey: The Most Effective Approaches for 2020 [Infographic]

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    Senior marketers at B2B companies identify the best channel for producing and nurturing leads, the top content type for moving prospects through the funnel, and the most effective social network for their brand.